Brewing the big bucks: Man Utd ‘coffee partner’ is club’s 54th sponsorship deal
In Depth: a look at some of football’s most bizarre commercial tie-ins
Something is brewing at Manchester United, with hundreds of coffee machines being installed in and around Old Trafford.
The caffeine frenzy comes as United announce a multiyear deal with Melitta that will see the German company become the club’s “first official coffee partner”.
The Daily Mail reports that more than 200 Melitta coffee machines and makers are being put in corporate boxes and hospitality areas at United’s home ground. Branded machines will be also available for United fans to buy.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
While the club’s latest signing may not be in the same bracket as the reported deals for Paul Pogba (£89.3m) and Romelu Lukaku (£75m), it does represent yet another coup for its commercial team.
United now has a total of 54 commercial deals in place, including shirt sponsor Chevrolet and kit supplier Adidas. The list also includes more quirky tie-ins such as those with its music partner Deezer, global mattress and pillow partner Mlily, and paint partner Kansai Paint.
According to the United website, the club has 24 global partners, ten media partners, eight regional partners and 12 financial partners.
With so many commercial deals, it comes as no surprise that the Deloitte Football Money League 2017 reported in January that United had replaced Real Madrid as the world’s richest club.
United’s record revenue of €689m (£610m) “reflected strong growth across all three revenue categories - matchday, broadcast and commercial”, said Deloitte. This was boosted by the club’s return to the UEFA Champions League and new commercial partnerships.
United are not the only club to have secured lucrative but often bizarre commercial deals.
We take a look at some of the most memorable football sponsorships and endorsements.
Everton and Angry Birds
It was reported in September that Everton had signed a deal with Angry Birds for the online game to become a sleeve sponsor. As part of the deal, Toffees striker Wayne Rooney could feature in an Everton-themed version of the game, according to The Daily Telegraph.
Cristiano Ronaldo cookies
The Real Madrid and Portugal star may be as good a businessman as he is a footballer judging by the number of endorsements he’s scored.
With 64.2 million Twitter followers, CR7 certainly has the reach to satisfy sponsors looking to increase their visibility.
According to Forbes, reports Sports Illustrated, Ronaldo made about £70m in the 12 months up to August this year, including some £26.5m from endorsements.
Tag Heuer and Nike are among his most profitable contracts, but his tastiest tie-in is surely the limited-edition CR7 chocolate chip cookies.
Liverpool and Nivea Men
On the pitch, a footballer will get a yellow card if he takes his shirt off, but if taking your kit off is required for an advert - and, we assume, for a fee - then it’s fair game.
As Liverpool’s official grooming supplier, Nivea Men regularly gets Reds players to appear in its advertising campaigns.
The latest TV advert features James Milner, Nathaniel Clyne and Steven Gerrard alongside a “monster” who bizarrely tramples all over poor Milner as he sits in his car.
Clydebank FC and Wet Wet Wet
In 1993 the Scottish band Wet Wet Wet invested in their hometown club Clydebank FC by becoming their principal sponsors. The deal saw the band’s name emblazoned across the team’s kits. Classic tunes, not too sure about the shirts though…
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
-
Today's political cartoons - November 2, 2024
Cartoons Saturday's cartoons - anti-fascism, early voter turnout, and more
By The Week US Published
-
Geoff Capes obituary: shot-putter who became the World’s Strongest Man
In the Spotlight The 'mighty figure' was a two-time Commonwealth Champion and world-record holder
By The Week UK Published
-
Israel attacks Iran: a 'limited' retaliation
Talking Point Iran's humiliated leaders must decide how to respond to Netanyahu's measured strike
By The Week UK Published
-
Major League Baseball is facing an epidemic of pitcher's injuries
Under the Radar Many insiders are blaming the pitch clock for the rise in injuries — but the league is not so sure
By Justin Klawans, The Week US Published
-
The cost-benefit analysis of hosting the Olympics
In Depth Hosting an Olympic Games may not be as economically beneficial as you would think
By Justin Klawans, The Week US Published
-
Can MLB solve its uniform crisis?
Today's Big Question See-through pants and sweat stains draw derision from players and fans alike
By Joel Mathis, The Week US Published
-
Is legalized betting hurting sports?
Today's Big Question A 'building avalanche of gambling scandals' threatens competition
By Joel Mathis, The Week US Published
-
Is this the year women take over March Madness?
Today's Big Question Caitlin Clark, Angel Reese and other stars make the women's game more popular than ever
By Joel Mathis, The Week US Published
-
The NFL's concussion settlement has seemingly failed its players
Under the Radar The league promised to pay players who had suffered brain trauma. Allegedly, it has not happened.
By Justin Klawans, The Week US Published
-
College football has a major controversy. Will Congress get involved?
Talking Point Why Florida State was left out of the College Football Playoff
By Joel Mathis, The Week US Published
-
Manchester United and Mason Greenwood: duty of care or double standards?
Talking Point The 21-year-old footballer’s possible return has provoked an outpouring of dismay from supporters
By Jamie Timson Published